MAHWAH, N.J. -

Jaguar revealed Monday it is launching a new global brand direction and marketing campaign, which aims to introduce the British brand to consumers in a “new, modern context.” 

Jaguar revealed Monday it is launching a new global brand direction and marketing campaign, which aims to introduce the British brand to consumers in a “new, modern context.” The campaign — themed “Alive” — is “driven by the belief that Jaguar makes the world’s most instinctively rewarding performance cars," officials explained.

The campaign aims to increase awareness of the brand amongst a new audience in line with the brand’s ambitious future plans, officials explained.

Commenting on the new brand direction, Adrian Hallmark, Jaguar global brand director, said, "Our refreshed corporate image and the new global marketing campaign both underline the confidence we have in our existing products, and the vision we have for the future of the brand.”

"In a world of mass market luxury, Jaguar cars stand out for the seductive effect of their design, their rich and warm luxury interiors and their arresting performance," said Hallmark. "Jaguar is a brand for luxury consumers who are contemporary and open-minded, sophisticated and daring, with a desire for authentic, high technology, aesthetic, independent brands. Our product lineup combined with the ALIVE brand direction will define Jaguar in the modern era."

And what’s the message behind the new campaign?

“Jaguar is alive; it is a car not so much manufactured as created, and it is as alive as you are,” officials answered.

The company calls the campaign “deliberately provocative” and is designed to capitalize on the “emotional pull” of the OEM’s vehicles.

The campaign aims to paint the lineup with the following adjectives: seductive, emotional, unique, energetic and high-performance. And while these emotions float around, the company aims to have viewers ask themselves, “How alive am I?”

Though the campaign targets luxury consumers who are “contemporary, sophisticated and daring,” the company also made an effort appeal to a more youthful audience, while not alienating its current demographic.

"Jaguar is a brand at the beginning of a rebirth and a relaunch – it’s a critical moment in the history of this storied British brand," said Hallmark.  "As part of a multi-year strategy to re-invigorate Jaguar cars globally, starting with a spectacular new lineup now in place, we have developed an all new brand positioning, effectively a brand reset. For too many luxury consumers, there is awareness of the Jaguar brand, but not consideration and modern relevance. Our ALIVE campaign is meant to differentiate Jaguar cars by underscoring its unique emotional character." 

So, what media space will the new campaign cover?

The campaign, created with Spark 44, the international communications agency that’s part-owned by Jaguar Land Rover, will feature print, TV, Out of Home and digital advertising, officials explained.

Moreover, the Jaguar brand will have new corporate identification, including new colors and logos, and a new font, created exclusively for the brand.
Officials noted that these changes to the brand symbols are the most extensive changes the OEM has made in its visual identification in 40 years.

The company then went on to explain what some of the TV spots will entail.

“The TV spot called ‘Machines’ invokes an emotional connection to the viewer by positioning the Jaguar cars as alive as you are,” officials stressed.

The commercial will open with a visual collage of machinery of the past, including an assembly line and a robot, that were invented to replicate and replace people. Then, it cuts to visuals of a Jaguar XJ with a voiceover that informs viewers that the car is as alive as humans, officials noted. And at the end the commercial, the tag “Jaguar: How Alive Are You?” flashes across the screen.

And as for the print ads, these are designed to  “intrigue and inform consumers.”

One features an image of a sonogram, with the baby being the Jaguar logo, accompanied by the headline, "Looks Like Somebody’s Getting a New Jaguar." 
Others include the headlines:  "Do One Thing That Scares You. Every Day" and "Every Jaguar Can Do Things Machines Can’t,” officials shared.

"In a world of mass market luxury, Jaguar cars stand out for the seductive effect of their design, their rich and warm luxury interiors and their arresting performance," said Hallmark. "Jaguar is a brand for luxury consumers who are contemporary and open-minded, sophisticated and daring, with a desire for authentic, high technology, aesthetic, independent brands. Our product lineup combined with the ALIVE brand direction will define Jaguar in the modern era."

And when the campaign broke Monday, it debuted with a TV spot on Jaguar’s YouTube and Facebook channels, in an effort to appeal to a younger audience.

The commercial then airs on national network and cable networks, including NBC, ESPN, Food Network and CNN, on March 15. 

Print ads break in April in top national lifestyle and business publications. Viral videos will be seeded in mid-April. The spots can be viewed here.